September 25, 2023

Lead era and qualification are elementary features of any profitable enterprise.

Lead qualification is the method of discerning the potential worth and suitability of a gross sales lead or prospect on your services or products. It entails evaluating and assessing leads primarily based on numerous standards to find out their degree of curiosity, readiness to buy, and alignment together with your goal market.

Nevertheless, manually managing and qualifying leads can rapidly grow to be an awesome time sink. At JustReachOut, we confronted this problem with our lead qualification efforts. We found that solely 5% of the leads who contacted us turned paying clients utilizing our conventional strategy. We realized the necessity for a change and applied an automatic system for our lead qualification course of.

We achieved exceptional outcomes by integrating a demo web page with our CRM and automating follow-up communications. To say it revolutionized our gross sales pipeline is likely to be an understatement: We quickly had 70% of leads exhibiting up for demo calls and a 40% general conversion charge (an eightfold enhance in gross sales).

This success story showcases the transformative impression of automating lead era. Fashionable automation instruments and techniques allow you to save time, enhance effectivity, and focus your energies on nurturing high-quality leads. This text will discover the ability of automating lead era and supply a step-by-step information that can assist you streamline your processes.

Let’s dive in:

Desk Of Contents

Step 1. Arrange the infrastructure

Constructing a powerful on-line presence is the primary a part of automating your lead era as a result of the vast majority of your potential clients will almost definitely discover you on-line. So, the first step in automating lead qualification is to create an superior demo web page that exhibits off your services or products. You’ll additionally need to embody a type the place folks can depart their particulars.

Relating to that lead seize web page, put within the additional effort to indicate off your product. Spotlight all of the options and advantages of what you’re providing. You need to get your prospects excited and keen to present you their contact information and request a demo.

And talking of contact information, be certain your type has all of the related fields. Identify, e-mail, cellphone quantity, firm identify, and different necessary particulars it’s essential know. This information will make it easier to qualify the leads and automate all of the follow-up messaging utilizing a CRM system. You’ll be able to see an instance of this on our demo page for JustReachOut:

JustReachOut's demo page
JustReachOut’s demo web page

Step 2. Combine a CRM to collect contact information and handle leads

You can even leverage automation instruments to get your lead administration recreation on level. One of the best ways to do this? Combine your lead seize type with a Buyer Relationship Administration (CRM) system that robotically kinds and ranks your prospects for follow-up. It’s like having your personal lead-nurturing private assistant.

First, decide a CRM software program that fits your small business wants. Salesforce, HubSpot, and Zoho are just a few well-liked CRM suites. Join an account and get aware of all of the options they provide. Take your time to discover and see which one seamlessly connects together with your lead seize type.

Subsequent, it’s time to configure that lead seize type in your demo web page, like the instance above. Guarantee it’s set as much as robotically sync all of your leads’ contact info together with your CRM. This integration ensures that each lead you seize easily flows into your CRM system. It will make your life a lot simpler within the subsequent steps.

At JustReachOut, we built-in Zapier to automate lead seize. After a prospect fills out a request on our demo web page (we use WordPress for this), Zapier sends this information into HubSpot. There, a contact web page is robotically populated, a deal is created for that lead, and a gross sales workforce member is assigned to the prospect. Afterward, we attain out to schedule the demo name, however you may automate this half, too – extra on that later.

Step 3. Automate e-mail advertising and marketing for efficient lead nurturing

Now it’s time to work some advertising and marketing magic to information your leads by way of the gross sales funnel. E mail advertising and marketing automation is the way you’ll do it. End up a superb e-mail advertising and marketing service.

You might want to select one that may work effectively together with your chosen CRM software program. Search for integration choices and ensure they will discuss to one another. That is essential for synchronizing lead information and getting your e-mail automation up and operating easily.

The excellent news is that almost all CRMs have you ever coated. They provide native integrations or help third-party integrations with well-liked e-mail advertising and marketing software program like GetResponse. When you’ve made that connection, leads ought to circulation seamlessly out of your CRM system to your e-mail advertising and marketing platform, and you can begin creating focused e-mail campaigns.

We did this utilizing Zapier. Here’s what our Zap seems like. All we do is anytime we get a brand new buyer trialing our platform we use Zapier so as to add them to our GetResponse drip marketing campaign:

Connecting Stripe and GetResponse via Zapier
Connecting Stripe and GetResponse through Zapier

Right here is certainly one of these emails simply to present you an concept of how we nurture leads:

Topic Strains:

  • [VIDEO 1] The pitch I despatched to Ashton Kutcher (it labored!)
  • Suck at PR? This hack is for you…
  • Acquired butter?
  • [VIDEO 1] The one PR hacks it’s essential grow to be buds with influencers 


Dayum, it was bloody chilly rising up within the Soviet Union… 

I’m speaking about temperatures dropping all the way down to -25 F some days. 

My stroll to highschool was 20 looooong minutes—loads of time for my pores and skin to crack!

And again then, we didn’t have any fancy shmancy lotions or Aveeno to guard our pores and skin from cracking. 

So my good ol’ grandmother lathered salted butter on my face each morning like she was greasing a friggin’ pie pan. 

…And it labored like a attraction.

(Take a look at it for your self, in the event you don’t imagine me.)

Image it: a pudgy little Russian child marching his method by way of the howling tundra, coated in butter like I’d plunged my face straight right into a bag of film popcorn.

Then, I’d both wash the butter off at college, or, being the…er…”hungry” (learn: massively chubby) child I used to be, I’d wipe my face with bread and revel in a late snack. 

Completely regular, proper??? 

So how did a butter-masque sporting immigrant like me find yourself getting the corporate I labored at acquired by effin’ Google?

And the way within the hell did I find yourself as a contributor to influential websites like NYTimes, Entrepreneur, TechCrunch, FastCompany, Inc, WSJ, Mashable and HuffingtonPost?

This NOBODY did it by constructing genuine relationships with prime influencers and turning into a SOMEBODY.

And I did it with out the assistance of PR companies. (You don’t want them!

You are able to do this too, with 4 of my finest PR hacks. 

(I’m speaking in regards to the precise PR outreach techniques certainly one of my college students used to land 850K+ views on Quora and rating 200+ new clients in 24 freakin’ hours!)


This primary video in our 3-part unconventional PR video collection will present you how one can: 

  • Construct genuine relationships with people like Gary Vaynerchuk, Man Kawasaki, Tim Ferriss, and Fred Wilson (seize the precise emails I despatched to them!)
  • Win a response each time you pitch an influencer, blogger, journalist, or investor with 4 of my unconventional PR hacks (I’ve used these to assist corporations like Wistia and Appsumo skyrocket development)
  • Begin a actual dialog with any journalist by engineering “dialog starters” (and using them on the good time)

Plus, I’ll present you precisely how I pitched Ashton Kutcher to talk at certainly one of my occasions (spoiler alert: I bought a REAL response, and we’ve been speaking ever since…) 

The very best half?


Hear, if this no person from the Soviet Union did it, I do know you may too. 

If you need outcomes, full your first micro-assignment (it is going to take ten minutes or much less). 

Then, submit your feedback beneath the video, and I’ll personally reply. Cool?

Seize a nut butter sandwich and get began.

Dmitry “Meatsauce” Dragilev
(Get it? Daaa Meat, Daaaaaamitry… Meat… Meatsauce. Gotta love school!)

Step 4. Sync contact information and automate lead qualification in your CRM

Establishing your CRM to robotically sync contact information out of your lead seize web page is a game-changer as a result of it helps you see top-notch prospects very quickly. Right here’s the way it works:

First issues first, outline your lead qualification standards. What makes a lead an ideal match for your small business? Take into consideration the trade, firm dimension, price range, location, and ache factors – issues it is best to have leads fill in themselves in your seize web page. This fashion, they’re providing you with the whole lot it’s essential establish the high-potential prospects and focus your gross sales efforts the place it’s almost definitely to end in a conversion.

The qualification standards at JustReachOut is the next, a superb potential buyer should:

  • Have gotten printed in press earlier than
  • Have a workforce of two+ devoted PR consultants or content material entrepreneurs tasked with PR outreach
  • Have had some expertise reaching out to press and publications with out PR companies
  • Have no less than 4+ folks engaged on a advertising and marketing workforce
  • Have no less than one copywriter engaged on the advertising and marketing workforce
  • Have a price range of 1K+ per 12 months for PR software program

Your guests present all that juicy information on the seize web page, and also you need to sync it together with your CRM for qualification. We use Zapier for this. When a prospect requests a demo on our web page, this sends a Zap to our CRM which information their contact info. Our CRM then robotically kinds and prioritizes the leads primarily based on their suitability. Solely the cream of the crop will make it by way of these filters.

Here’s what our Zap seems like:

Connecting the lead capture form with a CRM
Connecting the lead seize type with a CRM through Zapier
Automatically qualifying leads in Hubspot via Zapier
Mechanically qualifying leads in Hubspot through Zapier

However don’t neglect to check it out. Ship some check leads by way of your demo web page and guarantee their contact information is synced to your CRM system. This ensures the whole lot runs easily and there’s a seamless switch of lead information out of your seize web page to your CRM for additional qualification.

Step 5. Automate e-mail follow-up and demo reserving

Well timed and personalised follow-up is essential for lead conversion. When you’ve recognized certified leads, it’s time to streamline the reserving course of for automating demo calls. You’ll do that by automating your e-mail follow-up and making it straightforward for potential clients to schedule a demo.

To do that, arrange an e-mail automation software inside your CRM to create a sequence of emails to be despatched to certified leads. These automated emails ought to be designed to supply extra worth, deal with your leads’ ache factors, and nurture their curiosity.

Craft compelling emails that educate, construct belief, and embody a powerful name to motion. You should utilize a normal template to fill within the lead’s info and any additional information that addresses their particular wants. The decision to motion is essential. Present a transparent CTA throughout the emails that encourage results in schedule a demo name. Lastly, combine a scheduling software like Calendly to simplify the reserving course of. This permits prospects to schedule a demo themselves at a time that’s handy for them.

Here’s what our drip marketing campaign seems like:

Establishing a drip marketing campaign

Step 6. Use automated SMS follow-up for extra engagement

Don’t restrict your follow-up to e-mail. Integrating SMS automation together with your lead era course of can even considerably improve engagement and response charges. You’ll be able to join an SMS automation software together with your CRM to interact leads by way of personalised and well timed textual content messages. Twilio and TextMagic are well-liked choices to contemplate.

With this in place, you need to use contact center software with VOIP and SMS capabilities to craft and ship personalised SMS messages that comply with up with leads after they’ve proven curiosity. These ought to be despatched at strategic factors within the lead nurturing pipeline, providing extra info and necessary updates. It’s particularly necessary to make use of SMS to remind prospects about an upcoming demo name or to handle any queries.

At JustReachOut, we discovered that these textual content reminders considerably elevated attendance and minimized no-shows. For instance, we arrange an automatic SMS reminder to be despatched half-hour earlier than a demo name. This elevated our show-up charge by 3x and ensured that leads remembered the demo date and had the data they wanted to be ready for the decision.

Right here is the precise SMS message we despatched:

Hello Kyle, are we nonetheless on for our name in half-hour? – Dmitry @ JustreachOut

Right here is how we did it through the use of Zapier and SalesMsg. Here’s what our Zap seems like. 30 min earlier than the demo name we set off this Zap to textual content the shopper:

This zap is triggered when a Google Calendar occasion takes place in half-hour and sends an SMS reminder to the lead – half 1
This zap is triggered when a Google Calendar occasion takes place in half-hour and sends an SMS reminder to the lead – half 2

Step 7. Frequently monitor and fine-tune your system

The net enterprise world is fiercely aggressive and ever-changing, and automation instruments and applied sciences proceed to evolve. Steady monitoring and optimization are important to make sure your automated lead era system stays efficient and aligned with your small business targets. Commonly analyze key efficiency indicators, equivalent to open, click-through, and conversion charges, to establish areas of enchancment inside your automated lead era system.

Additionally, constantly refine your web site, e-mail, and SMS content material primarily based on engagement information and buyer suggestions to maximise their impression and relevance. A superb CRM system equivalent to Hubspot or Shut can present these analytics for you, making it simpler to fine-tune your lead qualification and gross sales pipeline so you may keep forward of the competitors.


Automating lead qualification is a game-changer for companies seeking to streamline their gross sales course of and enhance conversion charges. With the steps outlined on this article, you may create an environment friendly system that robotically captures, qualifies, and nurtures leads, drastically rising effectivity and your conversion charge.

Right now’s automation instruments assist you to focus your workforce’s time and vitality on nurturing high-quality leads and turning prospects into paying clients. Embrace the ability of automation, monitor its efficiency, and frequently optimize your methods with the most effective instruments out there to remain forward within the aggressive market. Automating your lead qualification course of will elevate your gross sales recreation and pave the best way for long-term success.